Moooi, dutch design company is known for having one of the most controversial design ads. The photography concept created by Erwin Olaf and Marcel Wanders was introduced for the first time at the Moooi Isaloni showroom in Milan,April 2012. “Inside the Box” is the theme of a series of photographs which artistically portray a Moooi product literally inside a box, as a gift which is further protected, almost humanly wrapped by a naked person.The model & the design merge inside the box, blending the creators with the creations in the warm embrace of a silent, dreamy world. Marcel co-founder and Creative Director of Moooi, has worked with long time collaborator, photographer Erwin Olaf on a number of Moooi campaigns over the years, a creative relationship that has defined the enchanting world of Moooi. “Fourteen years ago, the furniture and lighting industry was pretty boring,” claims, co-founder Casper Vissers. “But if you opened Vogue or any other beautiful fashion magazine, it was full of beautiful photographs.” “For some people they were shocking,” Vissers says t “[The photographs signified] a new philosophy, a new way of doing your marketing.” “The Unexpected Welcome” is the philoshophie that Moooi follows . “‘Unexpected’ is about fresh ideas, new ideas, cutting edge,” Vissers explains. “The ‘welcome’ aspect is about people buying it for their homes. If we did things that are only unexpected, we would probably end up in a museum and wouldn’t bring [our products] to the public.”